Managed MarketingSeries

Inbound Marketing – What is it?

Why should I take inbound marketing

seriously?

• The Paradigm Shift

• Advent of the Customer Journey

• Business implications

Whether you’re ready or not,marketing has already

Changed.

People’s behaviours have changed.They’re tuning out traditional marketing tactics.

The Paradigm ShiftThen

• In 1920 there was 1 radio station

• In 1946 America had 12 TV stations

• In 1998 the average consumer saw or

heard almost 3,000 marketing messages

per day

Now

• By 2011 there were 14,700 TV stations

• By 2011, there were over 1,700 TV stations

• By 2014 over 1,500 stories were generated in Facebook news feeds at any given moment!

• Over 50% of internet traffic is made by mobile devices.

• Technology empowered the consumer - more consultative, endorsements and referrals

The old marketing methods are

Broken.

THIS ISWHERE

INBOUND MARKETING COMES IN.

WHAT IS INBOUND MARKETING?Instead of buying ads, buying email

lists, or cold calling, inbound

marketing focuses on creating

educational content that pulls

people toward your website where

they can learn more about what you

sell on their own accord.

When you use inbound marketing,

Customers come to you!

The Customer Journey

Awareness

Press, campaign, trade show,

advert, Google search

Fact Finding

Website, blog, referral, social

media

Initial contact

Landing pages, forms,

downloads, attend event

Sales Process

Collateral, pitch, tender, nurture,

webcasts

New Customer

Welcome pack, CRM, social

media, newsletters

After sales

Testimonial, referral,

webinars, endorsement,

NPS

INBOUND AS A PHILOSOPHY.

Inbound marketing is a philosophy

based on the truth that customers

buy differently today than they did

10 years ago.

THINK ABOUT IT.

PRE-INTERNET.

• Buyer: Relatively

uninformed.

• Buyer Journey: Linear.

• Marketing Playbook:

Interrupt (cold calls and

advertising).

TODAY.

• Buyer: Well-informed.

• Buyer Journey: Fluid and

random. Starts with Google.

• Marketing Playbook:

Thought leadership through

content creation.

Inbound Marketing is About Content…

… and ContextBy publishing the right content in the right place at the right time,Your marketing becomes relevant and helpful to your customers,

Not interruptive.

Content

TimePlace

Now that’s marketing people can love.

Business Implications• Increase return on investment (ROI)

• Flexible, agile and robust solutions

• Control costs

• Campaigns managed, monitored and modified

• Full reporting and analytics

• Access to the latest, state-of-the-art technology without have reinvest/upgrade

Marketing in the 21st centuryInbound

• Website traffic analytics

• Response to advert

• Sign-up to newsletter

• Engage with social media

• Comment on blog

• Download knowledge pieces

• SEO

Outbound• Webinars• Print• Emails• Lead generation• Appointment setting• Event Management• Tradeshows and

Networking• Press• Campaign Management

Best PracticesBlogging

• 55% more website visitors

• 126% more leads

• 97% more inbound links

• 434% more indexed pages.

• Blogging regularly increases

ROI

Social Media

• Share remarkable content and valuable information

• Engage with prospects and respond to customers

• Adapt content for different channels. Don’t repeat!

• Use analytics to measure ‘klout score’ and reach

Aligning the customer journey with the marketing process

Analyse the success of your marketing campaigns, and determine which areas need further optimisation or personalisation for future success.

Create blog content, search engine optimise (SEO) that content, and promote it on social media sites.

Place calls – to – action throughout your website, blog, and email to drive visitors to landing pages with forms.

Send leads targeted, automated emails to drive them through your buying cycle. Provide your sales with lead intelligence for more effective sales calls

The key to unlock inbound marketing is…

Content!

MAKE CONTENTPERFORM

This is where Ascesis Comes In

Types of service • One-off projects

• Fully retained service

• Advice and consultancy

• Training and DIY Workshops

Unique to Ascesis• Partner with print house to lower costs• In-house team for flexibility and increased efficiency• Access to rich media pool• Strong technological team• Strong and thoroughbred on-boarding and off-boarding

process• In-house innovation laboratory

If you wish to know how we can, increase your efficiency, reduce your costs and increase your

profitsPlease get in touch and lets create your future!

Unit 4, 262 Ringwood Road, Poole, BH14 0RSTelephone - 01202 978 222Email – info@ascesismedia.comWebsite: www.ascesismedia.com